January is gym time. The time when people sign up to long-term commitments, even if their “passion” for fitness doesn’t live out the month. So it’s the time when gyms tend to indulge in high energy advertising.
Most of them tout the idea of working hard for the rewards of fitness in line with their audience’s current high motivation.
Not Virgin Active. It’s touting a much more realistic goal – enough. Because, as its commercial by UK agency, says, “When you find enough the effect last a lifetime”. Besides, as every gum should know by now, the new uptakers are not the ardent but the ambivalent. Those who know they should get a bit fitter, but are not wild about the idea.
Anton Brown, chief experience officer, Virgin Active, stated, “Gyms tend to promise a ‘whole new you’ in their advertising, but they aren’t delivering. Exercise can be hard to fit into your life–between your job, family and trying to have a social life, just doing the recommended amount in a week is an achievement. When Enough becomes part of your life, it’s more likely to stay there. We want to share a message that helps people feel good about themselves.”
The campaign, which began running in the UK on December 26, is set to launch in Australia shortly. It will also run in Australia, South Africa, and Southeast Asia and includes the 30-second film seeded through TV on Demand and social media, and an OOH campaign. A redesign of the global website launched in early December 2018.
The campaign creation was led by That Thing founders, Joe Weir and Mark Williams, who also directed the film, and is part of a wider repositioning of the brand, placing Virgin Active at the centre of a different exercising headspace that’s more honest about exercise, celebrating the realities of what successful exercise looks like and how good it should make you feel.
Weir noted, “Enough wants to speak to the 85% of people that the fitness industry has been ignoring and show them a new way of thinking about exercise. This campaign is part of a global brand repositioning that we’re really excited to be part of.”
Agency: That Thing
Creative Director Words & Strategy: Joe Weir
Creative Director Design: Mark Williams
Senior Designer: Dan Sowten
Strategist: Joe Weir
Client & Commercial Director: Kate Simmons
Account Director: Hayley Hyland
Director of Production: Henry Jackson Janes
Editor: Tupaq Felber
Film Production: That Thing
Director: Mark Williams & Joe Weir
Producer: Hayley Hyland
Production Manager: Henry Janes
Editor: Tupaq Felber
Sound Design & Mix: Resonate Music
Music Company: Resonate Music
Post Production: The Mill
Colourist: James Bamford
Production Manager: Sam Wood
Print Production: That Thing
Retouching: Henry Janes
Media Agency: Vizeum
Client: Virgin Active
Chief Marketing Officer: Anton Brown
Head of Marketing: Katrina Southerly
Brand Director: Tim Carter